Tire Streets: Going under the Hood to Revamp a Motorsports Brand
Launched in 2018, Tire Streets is a tire supply company that started by catering to Drifting enthusiasts. To continue growing while maintaining a meaningful connection to the motorsports community, the brand wanted to identify and engage with other emerging audiences in Drift, Track, Off-Road, Rally, and Performance while welcoming even more Enthusiasts. They needed the right messaging, USPs, and brand to resonate with fellow fans.
The Challenge
Tire Streets was already known for quick service, reliable shipping, and affordable, high-quality tires. But as their presence grew, so did their audience. Their original branding needed a tune-up to better connect with a larger, more diverse customer base, spread across multiple motorsports niches — while embodying their goal of making motorsports more approachable and affordable for the whole community.
The Solution
As Major Tom, we began with extensive research: customer interviews, a deeper dive into the industry, and a workshop with the Tire Streets team. This helped us identify a major opportunity for the brand. Six distinct audiences, all within their own needs and interests, and all within the motorsports community. Rather than a single approach, Major Tom developed an updated brand architecture, including refined messaging to better connect with each audience.
Still, we needed a single look and feel to embody all six groups, building on Tire Streets’ connection to the community. Major Tom assembled a new color palette, logo, and typography, all inspired by the energy and grit of motorsports. To capture that feeling, we included a collection of rough marker- and stamp-inspired textures, paired with updated brand photography to better show off their products — and tell the stories of the people who use them.
About Major Tom
Major Tom is a full-service digital agency that’s been purpose-built to help organizations thrive in an increasingly complex landscape.
